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The Power of Generational Marketing

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The giving world is shifting from Matures to Boomers, with GenX on the rise. Thus, connecting with today's older donors requires insight, creativity and subtlety.

It is time for generational marketing to discover how to motivate donors in a way that works for them.

Learn the ways to best target and motivate the 50+ donor. Get actionable tips for each age group by subscribing to our blog: www.maturemarketingmatters.com.

Originally presented by Erin Read at the National Conference for Philanthropic Planning, October 2012.

The Power of Generational Marketing

  1. 1. 10/9/2012 #PPPmeet The Power of Generational Marketing October 5, 2012 Presented by Erin Read Ruddick @CreatingResults - #PPPmeet What generational What it is NOT marketing is NOT – Defining markets and donors solely by age http://www.youtube.com/watch?v=qAsi-KTG3L0 #PPPmeet What generational marketing CAN BE Agenda Generational Profiles – A strategy that leads to success – Discovering how to motivate The Four Most Effective Tactics for 50+ donors with insights into their: • Direct mail • Age • Email • Demographics • Internet • Psychographics • Social media • Lifestages • Generational Cohort 5 Subtleties of 50+ Marketing 1
  2. 2. 10/9/2012 What is a generation? Generational Cohorts – Spans 15-25 years – Defined by historical events, GREATEST 1901-1924 common experiences SILENT - MATURES 1925-1942 (Howe/Strauss) – Different than those that come BOOMER 1946-1964 (US Census) before or follow after GEN X 1968-1979 (US Census) GEN Y/MILENNIALS 1982 –late 2002 Talkin’ Bout My Generation SILENT • Born between 1925 and 1942 • Today they are 69 to 86 years old • Roughly 59 million • Names for this group include “Silent” and “Eisenhower” generation Mindsets/Attitudes Mindsets/Attitudes – Silent? or Adaptive? – Respect (authority), – Stuffy? or Well-Mannered? need to feel respected – Invisible? or Individual? – Duty before fun – Helpers – Conformist? or Pick Battles? – Responsible – Spend only what you have saved 2
  3. 3. 10/9/2012 Talkin’ Bout My Generation BABY • Born between 1946 and 1964 • Today they are 47 to 65 years old BOOMERS • Between 78 and 80 million • Can be divided into two parts – Leading Edge and Trailing Edge Leading Edge vs. Trailing Edge – Leading Edge: “Make Love, Not War”; Woodstock; Dylan – Trailing Edge: “No Nukes”; LiveAid; The Boss Mindsets/Attitudes Mindsets/Attitudes – Selfish? or Self Confident? – Optimists, idealists – Hippies? or Hip? – As old as I say I am – Never grow up? or Never grow old? – Involved – Busy, busy, busy – Competitive (especially trailing edge) – Team players, work towards consensus – Need to feel valued – Buy now, pay later 3
  4. 4. 10/9/2012 Putting it into action Do this http://www.youtube.com/watch?v=WJkbEPbjqOc Not that Talkin’ Bout My Generation GEN X • Born between 1968 and 1979 • Today they are 32 to 43 years old • 46 to 55 million http://www.youtube.com/watch?v=chIgcMqdK_k Mindsets/Attitudes – Cynical? or Pragmatic? – Self-centered? or Self-reliant? – Lack of optimism for future? or Realistic? 4
  5. 5. 10/9/2012 Mindsets/Attitudes – Reactive – Accepting of diversity – Entrepreneurial – Feel overloaded with world challenges – Confident, competent about own abilities – Take risks to reach big goals – Drowning in debt – Earn and save to spend Tactics for Reaching Boomers & Beyond #PPPmeet Why Print Works • Tangible • Fun • Convenient • Long-lived • Proven • Timeless – and ageless 5
  6. 6. 10/9/2012 Char ts for your use: http://www.slideshare.net/CreatingResults 6
  7. 7. 10/9/2012 Popular Website Categories - ALL Mortgage 21% News 24% Senior Living 25% Fitness 37% Shopping 38% Education 51% NonProfit 53% Financial 56% Real Estate 57% Local 60% Health 74% Travel 87% Free eBook: 0% 20% 40% 60% 80% 100% http://www.CreatingResults.com/SocialSilverSurfers 2010 RESEARCH Popular Categories of Websites • 40-54 year olds – Most likely to visit travel, local, education, non-profit • 55-64 year olds – Slight edge w/ visits to social networks • 65-74 year olds – Most likely to visit news sites (more than 2x rate of 75+) • 75+ – Games 1.5x rate of 40-54 yr olds #PPPmeet 7
  8. 8. 10/9/2012 2010 RESEARCH • What percentage of all respondents over 40 do you think want to engage with a brand on social networks like Facebook? – Less than 20% – 20-40% – 40-60% – 60-80% 2010 RESEARCH Subtleties of Subtleties of 40+ Marketing 40+ Marketing Make it real Make it real 2. Be sincere 1. Authenticity is critical 8
  9. 9. 10/9/2012 Subtleties of 40+ Marketing Make it Easy 3. Stress convenience 4. Deliver great service Make it Personal 5. R-E-S-P-E-C-T Case study: http://www.creatingresults.com/Westminster-Online-Offline-Campaign 9
  10. 10. 10/9/2012 Power up! Generational Marketing – – Provides Insights Broadens Your Market QUESTIONS? – Educates Your Team 401-289-2500 or toll-free 888-205-8899 – Builds Your Donor Base www.CreatingResults.com Blog www.MatureMarketingMatters.com Twitter @CreatingResults everything mature consumers experience branding | marketing | web | pr | displays | advertising 10

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